DAY 1
WEDNESDAY, OCTOBER 22

WEDNESDAY, OCTOBER 22, 12:45 PM
(25-minute oral presentations)

Cheering for Power: The Impact of Social Dominance Orientation on Sport Fan Behavior
Ajay Sukhdial, Oklahoma State University
Kirk Damon Aiken, California State University, Chico
Asish Pamu, Data Scientist, Walmart Home Office

Perceived Service Quality of Paid Sport Streaming Services: Development of a Scale
Andrew Kim, Gonzaga University
Minhong Kim, University of North Texas
James Zhang, University of Georgia
Jimmy Smith, Gonzaga University
Ryan Turcott, Gonzaga University

Examining the Relationship between Social Groupings, Consumer Gate Spending Patterns, and Fan Satisfaction for a Minor League Baseball Team
Gregg Rich, Georgia Southern University
Dylan Williams, University of Alabama
Sabrina Reed, University of Southern Mississippi

An Exploration of Factors Impacting Sport Consumers’ Choice of Ticketing Platforms
Jacob Owsley, University of Louisville
Chris Greenwell, University of Louisville

AI in Sport Marketing: Understanding Students’ Perceptions
Anton Schulz, University of Tennessee
Irina Berry, University of Tennessee
Ilina Arsova, University of Tennessee
Chris Mayer, University of Tennessee
Landon Huffman, University of Tennessee

WEDNESDAY, OCTOBER 22, 1:15 PM
(25-minute oral presentations)

Family Consumer Segments in the Japanese Sport Market
Jason Simmons, University of Cincinnati
Tomo Tokuyama, Osaka University of Health and Sport Sciences
Chris Greenwell, University of Louisville
Nicholas Graves, University of Cincinnati

March Madness Through Fans Eyes: Exploring Reddit Discussions on NCAA Basketball Tournament
Benqiao Jiang, Indiana University
Kevin Byon, Southern Methodist University

Brand Extension in Integrated Clubs: A Case Study of Women’s Soccer in Spain
Bo Yu, University of Minnesota
Ceyda Mumcu, University of New Haven
Hui Du, University of New Haven
Jose Bonal, Universidad Europea de Madrid

Understanding Retro Perceptions of National Basketball Association Primary Logos
Brian Gordon, University of Kansas
Zach Scola, University of Massachusetts-Boston
Ryan Dillard, University of Kansas
Sarah Enamutor, University of Kansas

Executive and Managerial Insights into Developing, Launching, and Operating an Expansion Sport Franchise
Cole Armstrong, San Jose State University

WEDNESDAY, OCTOBER 22, 1:45 PM
(25-minute oral presentations)

Gamified AI Chatbots in Spectator Sport: Examining their Impact on User Gratifications and Behavioral Engagement
Deukmook Bae, Southern Methodist University
Stephen Shapiro, University of South Carolina
Jiayao Qi, Indiana University-Bloomington

Powerplay Revisited: Outlining the Future of Sport Marketing Research
Daniel Ladik, Seton Hall University
Thilo Kunkel, Temple University
Keshav Gupta, University of South Carolina
Danielle McArdle, University of Massachusetts Amherst

An Exploration of Senior Athletic Administrators’ Perceptions of Name, Image, and Likeness through the Lens of Brand Equity
David Lovell, University of Indianapolis

From Risk to Engagement: Reframing Micro-Betting as a Responsible Fan Engagement Strategy
Gyujik Han, University of Florida
Yonghwan Chang, University of Florida

We Luv that Blue: Branding Strategy, Legal Pushback, and the Case of “Houston Blue” at the University of Houston
Jason Lee, University of North Florida
John Miller, University of North Florida
Elizabeth A. Gregg, University of North Florida

WEDNESDAY, OCTOBER 22, 2:15 PM
(25-minute oral presentations)

Reframing the Near-Miss Effect: Adaptive Information Strategies for Responsible Sports Betting Engagement
Gyujik Han, University of Florida
Yonghwan Chang, University of Florida

Tailoring Sports Bar Experiences: Developing and Validating a Measurement Scale on Market Demand in Sports Bar Servicescapes
Hannah Huiyuan Bo, Adelphi University
James Zhang, University of Georgia

Music Moves the Urge: A U-Shaped Analysis of Music Tempo and Spectator Alcohol Consumption Under Game Situations
Hyunwoo Yeo, University of Florida
Yonghwan Chang, University of Florida

Supporting the Badge: Exploring Fandom across Men’s and Women’s Sport
Jason Doyle, Griffith University

Research on Development Programs and Oversight for Coaches of Children and Adolescents in Sports
KaiLi Wang, National Taiwan Sport University

  

—BREAK—

 

WEDNESDAY, OCTOBER 22, 3:00 PM
(25-minute oral presentations)

Perceptions of Sports Betting Partnerships: From Vice to Value
Jackson Sears, University of North Carolina, Chapel Hill
Beth Cianfrone, Georgia State University
Natalie Bunch, University of Cincinnati

Dual Mechanisms of Social Value in Consumption of Sport Non-Fungible Token Collectibles: Distinctiveness and Belonging as Mediators
Jiajia Fan, University of Michigan
Dae Hee Kwak, University of Michigan

An Econometric Analysis of Co-steamers with Biased Comments Donation: Using the KBO League
Jiho Kim, Indiana University-Bloomington
Antonio Williams, Indiana University-Bloomington

Sensory Inclusive Services: A Machine Learning-Based Scoping Review of an Emerging Trend for Stadium Managers
John Grady, University of South Carolina
James Du, Florida State University
Jeffrey D. James, Florida State University

The NFL is Luxurious!
Joseph Little, Grand Valley State University
Mark Kubik, Grand Valley State University

 

WEDNESDAY, OCTOBER 22, 3:30 PM
(25-minute oral presentations)

Where is the Culture? Rethinking MABI and the Role of Cultural Representation in MABI Branding
Nicholas Graves, University of Cincinnati
Jason Simmons, University of Cincinnati

Does the Presence of a Naming Rights Partner Impact a Stadium’s Lifetime? Evidence from a Proportional Hazards Model
Jonathan A. Jensen, Texas A&M University
Josh Davila, Texas A&M University

Just an Avenue for Jesus: Religion in Sport Marketing Literature
Juliet Litzau, Pepperdine University
Gregg Bennett, Texas A&M University

Exploring the Black Belt Paradox: Motivations and Attrition in Taekwondo Training
Jungju Ok, Indiana University-Bloomington
Hyunseok Song, Northern State University
Wooyoung Jang, Indiana University-Bloomington
Kevin Byon, Southern Methodist University

The Effect of ‘Historizing the Present’ Framing on the Sport Fan’s Psychological and Behavioral Responses toward Athlete’s Transfer-In
Junho Kim, University of Florida
Yong Jae Ko, University of Florida

4:00-4:50 PM
—POSTER SESSION 1—


DAY 2
THURSDAY, OCTOBER 23

8:00-8:50 AM
—PEDAGOGY FAIR—

THURSDAY, OCTOBER 23, 9:00 AM
(25-minute oral presentations)

Train Like an Athlete, Play Like a Gamer: How Gameful Experience Shapes Mixed-Reality Sports Engagement
Keshav Gupta, University of South Carolina
Yongjin Hwang, University of South Carolina
Kartik Midha, University of South Carolina

Queuing as a Badge of Honor for Sports Fans
Leah Gillooly, Manchester Metropolitan University
Dominic Medway, Manchester Metropolitan University

More Than a Game: How Fan Identity and Team Loyalty Influence Price Tolerance and Concession Spending Behavior at Sport Events
Lei Ouyang, Marshall University
David Steele, Marshall University

AI in Sport: Examination of the US Open Application
Lisa Rufer, Rider University
Susan O'Sullivan-Gavin, Rider University

Like, Follow, Subscribe, and Share: Exploring the Integration of Influencer Marketing Strategies in Professional Sport
Liz Sattler, Illinois State University
Becky Achen University of Kansas
Lamar Reams, Ohio University
Matt Blaska, Indiana State University

THURSDAY, OCTOBER 23, 9:30 AM
(25-minute oral presentations)

The Parental Advisory: A Holistic Consideration of Minority Parents as Sport Consumers
Brandon Brown, University of Central Florida
Adrien Bouchet, University of Central Florida
Ashley Turner, University of Central Florida

Exploring Fans’ Justification for Attending Losing Games
Lydia Yun, University of Florida
Yong Jae Ko, University of Florida
Akira Asada, Kanda University of International Studies

University Sports Marketing and Student Engagement: A Research-in-Progress Case Study of Atlética da Esag
Mariana Pires, Santa Catarina University State
Daniel Pinheiro, Santa Catarina University State

Generative AI Serves Double Faults in Tennis? Forgiveness and Post-Trust in Technology-Mediated Service Failure
Mingyang Pang, University of Minnesota
Bo Yu, University of Minnesota
Yuhan Zhang, Shanghai Jiao Tong University

How to be Part of the Conversation: College Sport Communicators’ Perceptions of Athletic Departments’ Mental Health Social Media Messaging
Natalie Bunch, University of Cincinnati
Lauren Beasley, Georgia State University
Jackson Sears, University of North Carolina, Chapel Hill
Beth Cianfrone, Georgia State University

THURSDAY, OCTOBER 23, 10:00 AM
(25-minute oral presentations)

Challenges and Opportunities for Latinx Families in US Youth Sport
Melody Alanis, Texas A&M University

Are You Still Old School? Revisiting and Redefining Old School Values 25 Years Later
Kirk Damon Aiken, California State University, Chico
Richard Campbell, California State University, Sonoma
Ajay Sukhdial, Oklahoma State University
Lynn Kahle, University of Oregon

The Local Advantage: Examining the Impact of Local vs. National Beer Partnerships in Sport Sponsorship and Consumer Behavior
Michael Mudrick, York College of Pennsylvania
Melissa Davies, Ohio University

The Sensory Revolution from 3D to 4D: Enhancing Emotional and Immersive Sport Viewership through Scent Cues
Minkyo Lee,University of Nevada Las Vegas
Bumsoo Park, University of Nevada Las Vegas
Juha Yoon,University of Nevada Las Vegas
Michelle Coyner, University of Nevada Las Vegas
Nancy Lough, University of Nevada Las Vegas

Smart Bets: How Education Shapes Trust and Behavior in Sports Fans
Brendan Dwyer, Virginia Commonwealth University
Stephen Shapiro, University of South Carolina

—BREAK—


THURSDAY, OCTOBER 23, 10:45 AM
(25-minute oral presentations)

Adverse or Advantageous? Investigating Childhood Sport Experiences and Adolescent Fandom
Bri Newland, University of Colorado, Colorado Springs
Eric Hungenberg, University of Tennessee at Chattanooga
Melissa Davies, Ohio University
Thomas Aicher, University of Colorado, Colorado Springs

Psychological Continuum Model: An Integrative Review of 25 years of Literature
Nathan Merkel, University of Illinois
Yuhei Inoue, University of Illinois
Daniel Funk, Temple University

Crisis Communication in Sport: How Crisis Message Strategy and Identity Shape Game Attendance
Donghyun Kim, Texas A&M University
Junseok Kim, Texas A&M University
Hyun-Woo Lee, Texas A&M University

Bridging the Gap: Understanding Older Adults’ Adoption of mHealth Apps through the Health Belief and Technology Acceptance Models
Doyeon Won, Texas A&M University-Corpus Christi
Weisheng Chiu, Hong Kong Metropolitan University
Euisoo Kim, Western Carolina University

Marketing Game: A Gendered Examination of Promotional Investment in College Basketball
Eric Kramer, Illinois State University
Liz Sattler, Illinois State University

THURSDAY, OCTOBER 23, 11:15 AM
(25-minute oral presentations)

Betting Big: The Influence of Sports Gambling on Fan Identification and Engagement
Melody Alanis, Texas A&M University
Rafael Rocha, Texas A&M University
Jonathan Oliveira, James Madison University

Consumer Prioritization of Revenue Generating Strategies in College Football Programs
Nels Popp, University of North Carolina, Chapel Hill
Chris Greenwell, University of Louisville

Fan Reactions to NCAA Football Player Transfers on Social Media: The Role of Player Importance and Transfer Direction
Fan Ding, Texas A&M University
Mark Lu Lu, Texas A&M University
Hyun-Woo Lee, Texas A&M University

Breaking Up is Hard to Do: A Longitudinal Analysis of Brand Perception Metrics for Sponsors Entering and Exiting Exclusive Sponsorships
Greg Greenhalgh, University of South Florida
Jonathan Jensen, Texas A&M University

Examining the Relationship between Social Groupings, Consumer Gate Spending Patterns, and Fan Satisfaction for a Minor League Baseball Team
Gregg Rich, Georgia Southern University
Dylan Williams, University of Alabama
Sabrina Reed, University of Southern Mississippi

11:45 AM-1:15 PM
—PRESIDENTS LUNCHEON—

1:30-2:40 PM
—RAP SESSIONs—

THURSDAY, OCTOBER 23, 3:00 PM
(25-minute oral presentations)

**MULLIN AWARD PRESENTATION**
TBA

A Game Attendance Investigation of Motivations and Constraints: Comparison of Attendees and Non-Attendees with a Focus on Parenthood Status
K.C. Mayer, Texas A&M University-Corpus Christi
Darcey Powell, Texas A&M University-Corpus Christi

The Effect of Cultural Identity Mindset Framing on the Local Resident’s Perceived Empowerment, Psychological Ownership, and eWOM: A Case of 2024 Paris Olympic Games
Junho Kim, University of Florida
Yong Jae Ko, University of Florida

Ethics, Hedonic, and Symbolic: Triadic Value Processing in Sustainable Sport Memorabilia Consumption
Junseok Kim, Texas A&M University
Donghyun Kim, Texas A&M University
Hyun-Woo Lee, Texas A&M University
Mark Lu, Texas A&M University

Evaluation of Social Marketing Interventions in Professional Sports and Their Association with Population Health
Justin Wu, Florida State University
James Du, Florida State University
Hanhan Xue, Florida State University
Amy C. H. Kim, Florida State University

THURSDAY, OCTOBER 23, 3:30 PM
(25-minute oral presentations)

Lambos, Cigarette Boats, and a Pitbull (Stadium), Oh MY! Assessing the Influence of Nostalgia, Retro Marketing, and Popular Culture on Social Media Consumer Engagement in South Florida
Nicholas Smith, Florida International University
Eric Kramer, Illinois State University
Daniel Cornely, Florida Atlantic University
Jason MacBain, Florida International University Athletics

Leveraging Geographical Fit in Sport Sponsorship: A Property-Centric Exploration of Strategic Decision-Making
Oghenevwaire Enamutor, University of Kansas
Brian Gordon, University of Kansas

College Football Premium Seating: An Investigation of Characteristics Associated with Luxury Suites and Club Seats
K.C. Mayer, Texas A&M University-Corpus Christi
Olzhas Taniyev, East Carolina University

*PARTNER SPOTLIGHT* (55-minute session)
Legends Mentoring Session in Honor of Dr. Dick Irwin

Bill Sutton, University of South Carolina
Dave Stotlar, University of Northern Colorado

*SYMPOSIUM* (55-minute session)
AI-Human Collaboration in Sport Marketing Research: Harnessing Practical AI Tools and Applications
Yizhou Qian, Louisiana State University
Shuoyu Chen, University of Georgia
Ruichen Yang, Beijing Sport University
Weizhe Li, Louisiana State University

THURSDAY, OCTOBER 23, 4:00 PM
(25-minute oral presentations)

Priming the Hype: Decoding Creator Strategies and Fan Motivations in TMRW Golf League Preview YouTube Content
Philip Kang, Augusta University
Tyreal Yizhou Qian, Louisiana State University
Chenglong Xu, Shanghai University of Sport

The Impact of Unexpected Team Success on Basking in Reflected Glory (BIRG) Among College Students: A Case Study of Indiana University-Bloomington
Po-Han Chen, Indiana University-Bloomington
Antonio Williams, Indiana University-Bloomington

Unpacking Consumer Motivation in Wearable Technology: A Topic Modeling Analysis Using Artificial Intelligence
Niveditha Karthikeyan, Florida State University
Susmit Gulavani, University of South Carolina
James Du, Florida State University
Jeffrey D. James, Florida State University

*PARTNER SPOTLIGHT* (continued)
Legends Mentoring Session in Honor of Dr. Dick Irwin

Bill Sutton, University of South Carolina
Dave Stotlar, University of Northern Colorado

*SYMPOSIUM* (continued)
AI-Human Collaboration in Sport Marketing Research: Harnessing Practical AI Tools and Applications
Yizhou Qian, Louisiana State University
Shuoyu Chen, University of Georgia
Ruichen Yang, Beijing Sport University
Weizhe Li, Louisiana State University

THURSDAY, OCTOBER 23, 4:30 PM
(25-MINUTE ORAL PRESENTATIONS)

The Impact of Promotional Strategy on Sense of Belonging and Intention to Attend University Matches Among International Students
Saydah Alatwah, University of Northern Colorado

Artificial Intelligence in Sport Management: A Systematic Review
Tyrell Kemardo, Temple University
Khalid Ballouli, University of South Carolina
Keshav Gupta, University of South Carolina

Examining the Impact of Empowerment Message Frame on Consumers’ Authenticity Perception and Support Behavior in Sport Sponsorship
Ye Lei, University of Florida
Yong Jae Ko, University of Florida
Daniel Connaughton, University of Florida

Exploring Sport Marketers’ Psychological and Behavioral Responses toward Generative AI
Shu-Hao Chang, University of Florida
Yong Jae Ko, University of Florida

Assessing the Impact of Consumer Ethnocentrism on Attitudinal Sponsorship Outcomes in a Cross-National Setting
Terry Eddy, University of Windsor
Leah Gillooly, Manchester Metropolitan University
Zachary Evans, Ball State University

4:30-5:30 PM
—SMQ BOARD MEETING—


DAY 3
FRIDAY, OCTOBER 24

8:15-9:05 AM
—POSTER SESSION 2—

Friday, OCTOBER 24, 9:15 AM
(25-minute oral presentations)

From Image to Impact: Scoping Review of Sportswashing and Greenwashing in Sport
Rafael Rocha, Texas A&M University
Brian Mccullough, University of Michigan

Sponsorship in Niche Sports: How the Profile of Sponsored Sports Influences Consumers’ Perceived Brand Warmth
Ritsuki Omatsu, Miami University
Keita Kinoshita, Nanyang Technological University

Face Value: Facial Appearance of Athletes and Consumer Evaluations
Sam Chen, University of Georgia
James Zhang, University of Georgia

The Impact of Avatar Identification in Metaverse Games on Future Avatar Use: Game Enjoyment as a Key Mechanism
Sangchul Park, Michigan State University
Sanghoon Kim, Michigan State University
Kwangho Park, Troy University
Sungsook Ahn, Cheongju University
Joon Young Han, Yeungnam University

Measuring Marathon Impact on Local Physical Activity and Brand Engagement in Urban and Rural Settings Using Strava Metro Data
Shirin Mollah, Loyola Marymount University

Friday, OCTOBER 24, 9:45 AM
(25-minute oral presentations)

When Fans Take the Stand: A Theoretical Framework of Consumer Motivations and Political Ideology in Cancel Culture
Yeo Jung Seo, University of Michigan
Dae Hee Kwak, University of Michigan

The Impact of a New Cheerleader Member on Social Media Discussions: A Text Mining Study of Taiwan’s Fubon Guardians and Lee Ju-Eun's Arrival
Yu Chien Chang, Indiana University-Bloomington
Antonio Williams, Indiana University-Bloomington

The Right Message for Sports Fans: Examining the Effectiveness of the NFL’s Responsible Sports Betting PSAs
Brandon Mastromartino, San Diego State University
Michael Naraine, Brock University

Unlocking NIL Potential: The Role of Hierarchical Interconnectors for Low-Followership Student-Athletes
Weizhe Li, Louisiana State University
Yizhou Qian, Louisiana State University
Colin Bisbee, Louisiana State University

Draft Cancellation and Athlete Brand Image: A Preliminary Examination of Organizational Rhetoric Signaling in the NWSL
Xuanzi Zhang, Florida State University
James Du, Florida State University
Jeffrey James, Florida State University

Friday, OCTOBER 24, 10:15 AM
(25-minute oral presentations)

Adoption and Influence of Utilizing AI in NCAA Athletic Departments' Sponsorship Sales Staff
Zachary Evans, Ball State University
Ali Mondt, Utah State University
Mark Lyberger, Kent State University
Terry Eddy, University of Windsor

Awareness and Perceptions of Secondary Marks: The Role of Different Logos in Collegiate Athletic Department Branding
Zack Pedersen, West Virginia University
Jason Lee, University of North Florida

Sports Fandom and Betting: A Scoping Review of Marketing Considerations
Kieryn Carlse, Brock University
Michael Naraine, Brock University
Brandon Mastromartino, University of Georgia

Friday, OCTOBER 24, 10:45 AM
(25-minute oral presentations)

*PANEL PRESENTATION* (55-minute session)
Breaking into Sport Marketing: Insights on Employability and Career Readiness
Ceyda Mumcu, University of New Haven
Margaret Keiper, University of Montana
Gazi Duman, University of New Haven
Brian Davison, Sports Business Ventures
Jake Hirshman, Arizona Diomandbacks

An Examination of Re-engaging after Gambling Losses: A Cognitive Dissonance Approach
Deukmook Bae, Southern Methodist University
Stephen Shapiro, University of South Carolina

Social Media Engagement and Subjective Well-Being Among Sport Consumers: The Mediating Roles of Perceived Value and Passion
Bomin Paek, University of Kansas
Hoyoon Jung, Ohio University
Kyungyeol Kim, Kongju National University
Suyeon Jung, University of Kansas

FRIDAY, NOVEMBER 8, 11:15 AM
(25-minute oral presentations)

*PANEL PRESENTATION* (continued)
Breaking into Sport Marketing: Insights on Employability and Career Readiness
Ceyda Mumcu, University of New Haven
Margaret Keiper, University of Montana
Gazi Duman, University of New Haven
Brian Davison, Sports Business Ventures
Jake Hirshman, Arizona Diomandbacks

11:45 AM-2:15 PM
—AWARDS LUNCHEON—